Lead Data Analyst, Marketing Analytics

Upwork • Toronto, ON

3d • CA$135,500 - CA$212,000 • Hybrid

About The Position

Upwork Inc.’s Marketing Analytics team is focused on optimizing growth engines through rigorous experimentation and data-driven decision making. This role sits at the intersection of product and marketing, driving measurement and experimentation across the customer funnel to improve acquisition, engagement, and conversion. You will partner cross-functionally with product, marketing, SEO, and data science teams to design experiments, analyze user behavior, and build frameworks that inform growth strategy. This role also supports understanding organic discovery, including traditional search and emerging AI-driven discovery surfaces.

Requirements

• A degree in Mathematics, Statistics, Economics, Computer Science, or a related quantitative field.
• Proven experience designing and executing experiments (A/B, multivariate, incrementality), including hypothesis development, metric definition, sample sizing, and post-test analysis.
• Experience in marketing or growth analytics, with a strong focus on customer funnels, acquisition, and conversion optimization.
• Experience with organic search and SEO analytics.
• Strong SQL skills and proficiency in Python or R for analyzing large datasets and supporting experimentation and analytics workflows.
• Experience with platforms such as Statsig, Optimizely, VWO, or similar tools used to run and monitor experiments.
• Experience with BI tools such as Looker or Tableau.
• Strong foundation in experimental design, statistical significance, and methods to measure incremental impact.

Nice To Haves

• SEO-specific tools are a plus, e.g., Google Search Console, SEMrush, Ahrefs, Botify, Screaming Frog
• Previous experience in a two-sided marketplace or consumer tech environment will be highly regarded.

Responsibilities

• Support analysis of organic channels, including SEO and emerging AI-driven discovery (e.g., ChatGPT, Gemini). Evaluate performance signals such as engagement, traffic, and visibility.
• Present insights and recommendations to marketing leadership, influencing growth strategy and prioritization.
• Design, execute, and analyze A/B and incrementality tests. Define hypotheses, success metrics, and test duration, and conduct deep post-test analysis to inform decisions.
• Drive insights that improve conversion, engagement, and overall growth.
• Extract and analyze large datasets using SQL, Python, or R to support experimentation, user behavior analysis, and growth initiatives.
• Utilize platforms such as Statsig, Optimizely, VWO, or similar tools to implement and monitor experiments across experiences.
• Leverage tools such as Google Search Console, SEMrush, Ahrefs, or similar to explore keyword performance and on-site engagement trends.

Benefits

• Competitive benefits (offered by partner initially, direct employment with Upwork may offer benefits later)
• Eligibility to participate in our long term equity incentive program.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior